As travellers increasingly prioritize meaning over distance, the recent report by Trip.com Group and Google, titled Why Travel?, investigates this evolution in the motivation behind travel.
The report indicates that emotional and cultural forces are profoundly influencing modern travel experiences, identifying key factors such as Expression, Purpose, Health, Connection, and Technology. These elements are driving tourists towards more experience-focused journeys in 2026 and beyond.
Key Findings From the Report
- Travel as Expression: Many travelers are becoming food-centric in their travels, with significant increases in interest regarding culinary experiences.
- Travel with Purpose: There’s a notable shift towards seeking out purposeful travel experiences that promote deeper connections to cultures.
- Travel to Heal: Wellness-focused trips are gaining popularity, moving beyond standard relaxation to holistic healing.
- Travel to Connect: Shared experiences, such as concerts and sports events, bolster the social connections among communities.
- Travel of Tomorrow: The integration of AI technologies into travel booking and planning signifies a transformative shift.
Edmund Ong expressed excitement about the findings, stating, “The Why Travel? report illustrates that future travels will center on creating significant and memorable experiences, rather than merely ticking destinations off a list.”
Joyce Zhang added, “There is a clear shift toward deeper connection and meaning in exploring the world, aided by AI tools to assist in planning.”
The report sets the stage for a future where emotional alignment, cultural relevance, and technological agility will drive consumer growth in the travel industry.
